New health campaign targets substance abuse

Health and Wellness Minister Dr Christopher Tufton has raised alarm over what he says is a growing public health threat among young people, driven by the increasing use and misuse of alcoholic ‘specials’, vaping products, marijuana, Molly and energy drinks.

“We are seeing too many persons turning up at hospitals and at A&E, road accidents,” Tufton told THE STAR, pointing to the real-world consequences of intoxication and overconsumption. He added that in more severe cases, individuals have experienced “heart palpitations and sometimes even death” linked to excessive use of these substances.

Tufton said the Ministry of Health and Wellness is particularly worried about children and adolescents being exposed to both legal and illegal substances, many of which he says are becoming more visible and easier to access in communities, entertainment spaces and popular culture.

 “We must protect our children from marijuana consumption,” he stressed.

The minister’s comments come as the ministry launches a new musical public education campaign featuring animated characters Brawta, Vital and the Health Minista. The initiative uses music and Jamaican cultural expression to discourage smoking, vaping, alcohol abuse, marijuana use, Molly, energy drinks and other substances. 

“The video is a musical culturally creative concept to reach Jamaicans at all levels of the society, particularly our young people who are the most vulnerable to the influence of substance abuse,” he said.

Tufton said the video campaign is only the first phase of a broader strategy, with additional programmes to follow.

“Behaviour change starts with awareness,” he said, noting that the wider response will include “training, community visits, headlines, community-based groups intervention” and “enforcement of the law”.

The campaign is being rolled out against the backdrop of evolving attitudes toward certain substances in Jamaica, particularly ganja, which was decriminalised in 2015 for possession of two ounces or less. While acknowledging the policy shift and the rise of cannabis-related businesses, Tufton said the ministry remains concerned about children being exposed to marijuana products as they become more visible in the public space. 

“We must protect our children from marijuana consumption,” he reiterated.

He said the ministry is targeting what it describes as both “traditional and non-traditional substances,” amid rising concern about the range of products being consumed or misused. 

He added that the initiative is intended to continue as a series. “It will be a series targeting and discouraging addiction from both legal and illegal substances Molly, vaping, alcohol and energy drink,” he said.

One area of particular concern, he noted, is the growing popularity of alcoholic ‘specials’—mixed drinks commonly sold at parties, bars and community events. Because they are often sweet, colourful and easy to consume, he warned that young people may underestimate their alcohol content and drink them in excessive quantities.

He said that the issue is not only their popularity, but also the risks tied to overconsumption, intoxication and increased exposure among minors.

“The choices we make today shape the lives we live tomorrow.”